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论文编号：	11484
作者编号：	2320170578
上传时间：	2019/12/18 17:31:41
中文题目：	S公司家禽肉类产品市场营销策略研究
英文题目：	Research on the marketing strategy of poultry meat products of S company
指导老师：	杨斌
中文关键字：	家禽产品 ；营销策略 ；市场细分；营销组合理论
英文关键字：	poultry product；marketing strategy；market Segmentation；marketingmix theory
中文摘要：	生鲜家禽产品作为人们生活的必须消费品，其需求量近年来逐渐增加，随着国民经济的增长和人均可支配收入的增加，人们对食品质量的要求也越来越高，消费观从以前的经济型和温饱型慢慢的转变为现在的追求新鲜、营养、安全。这为生鲜家禽产品行业的发展带来机遇的同时也对经营家禽产品的企业提出了更高的标准与要求。 新的要求与挑战使家禽产品企业的营销策略选择变得尤其重要，如何在激烈的市场竞争环境中保持竞争能力和领先优势成为企业面临的共同难题。本文以在家禽产品行业深耕二十年的S公司为研究对象，具体分析其市场营销策略的得失，通过相关营销理论和分析工具，分析行业发展所出现的问题并提出具体的解决措施，希望对相关企业起到一定的借鉴作用。 本文所研究的S公司家禽肉类产品市场营销策略基于PEST分析法、波特五力模型分析、SWOT分析法、STP市场细分理论、4P营销理论及服务营销组合策略等相关理论的回顾及应用。通过分析S公司所处的市场环境，包括宏观环境分析、产业环境分析以及SWOT分析，通过STP理论对S公司的目标市场进行细分与定位，制定了产品的营销策略和服务营销组合，最后提出了基于营销策略组合的企业文化、营销组织建设和质量管理系统的保障措施。
英文摘要：	Fresh poultry products as a necessary consumer goods for people's lives, their demand has gradually increased in recent years. With the growth of the national economy and the increase of disposable income per capita, people's demand for food quality has become higher and higher. Consumption concept has gradually changed from the former economic and food and clothing type to the present pursuit of fresh, nutrition, and food. Safety. This brings opportunities for the development of fresh poultry products industry, but also puts forward higher standards and requirements for enterprises operating poultry products. The new requirements and challenges make the marketing strategy choice of poultry products enterprises become particularly important. How to maintain the competitive ability and leading edge in the competitive environment has become a common problem facing enterprises.This paper takes S company, which has been deeply cultivated in poultry products industry for 20 years, as the research object, to analyze the gains and losses of its marketing strategy. Through relevant marketing theory and analysis tools, it analyses the problems arising from the development of the industry and puts forward specific solutions, hoping to play a certain reference role for relevant enterprises. The marketing strategy of poultry meat products of S company studied in this paper is based on the review and application of the relevant theories such as the PEST analysis, the Porterundefineds five-force model analysis, the SWOT analysis method, the STP market segment theory, the 4P marketing theory and the service marketing combination strategy. By analyzing the market environment in which the S company is located, including the macro environment analysis, the industrial environment analysis and the SWOT analysis, the target market of the S company is divided and positioned by the STP theory, and the marketing strategy and the service marketing combination of the product are set up, Finally, the paper puts forward the guarantee measures of the enterprise culture, marketing organization construction and quality management system based on the marketing strategy combination
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